If marketers aren't excited about the switch to Enhanced AdWords, they may need to rein in sponsored strategies and invest in organic.

Google’s latest reminder about the impending switchover to AdWords enhanced campaigns informs straggling account holders that if they refuse to oblige, the search engine is prepared to do the work itself. Marketers who aren’t excited about the prospect of Enhanced PPC campaigns do have another choice – they can focus their efforts on organic content marketing while they wait for the dust to settle.

A recent Google Inside AdWords blog post states that effective immediately, “We will begin upgrading all remaining campaigns automatically, bringing everyone onto the new AdWords platform.”

It’s estimated that 75 percent of previous campaigns have already been rolled over – 6 million by Google’s count. However, there are still a significant number of campaigns that have yet to transition to the enhanced format. Some may be reluctant to transition because Enhanced campaigns are suspected of driving up cost per click, Brafton previously reported.

If it’s simply not in the budget to increase spend on PPC practices, it might be time to recalibrate search engine marketing strategies. Fortunately, a brand’s successes with sponsored ads won’t necessarily diminish if they pull back on paid practices. That momentum can be transferred to SEO and content marketing practices, where organic search traffic will continue to provide qualified leads and generate website conversions.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.